Direct marketing comes in a variety of forms. It is on

The telephone derives its power as a marketing medium from its transactional nature (i.e. one human being in a controlled conversation with another). What originally began as ‘ordering by telephone’ evolved into telemarketing, a concept defined as:

Mail order companies use direct mail to recruit new customers and local agents, as well as direct selling.

Much direct marketing activity is intended to result in a sale. However, in some situations a direct sale might be unlikely or inappropriate. In such cases some other form of measurable response might be used. For example, a direct mail campaign and a telephone-marketing programme may be used in the engineering industry to invite and encourage buyers to attend a machine tool exhibition. A leaflet drop for double-glazing might contain a free phone number for the prospect to request a brochure or estimate. The result may not be a sale, but some specific, measurable action that will hopefully contribute to an ultimate sale. Although a sale may not be the immediate objective of a direct marketing campaign, some form of direct response on behalf of the recipient of the message will be. This, in turn, will contribute to the eventual sale. Hence, direct marketing is not necessarily the same as direct sales. It might be used to keep customers informed of new product developments or to send them specific discount offers.

1. Provides strong leadership in government and public affairs representation, public relations and communications, adherence to established ethical guidelines, self-regulation, and the identification and promotion of new and best practices to project and grow the business

An advantage of direct mail is ability to communicate personally with an individual. This makes it a powerful method of raising money. It can carry the ‘long copy’ often needed to convince recipients of the worthiness of the charity, and make it more likely that the reader might respond with a donation.

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